Barrett to Lead Saturn Creative | Adweek Barrett to Lead Saturn Creative | Adweek
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Barrett to Lead Saturn Creative

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Two months after joining Goodby, Silverstein & Partners, veteran creative Jamie Barrett is set to tackle one of the biggest challenges of his career: the $300 million Saturn account.

"I've definitely been thrown into the fire, but it's been a great thing," said Barrett, who was named creative director and associate partner at the San Francisco agency last fall.

Since joining Goodby after a stint at Fallon's New York office, Barrett has been collaborating extensively with partners and creative directors Jeff Goodby and Rich Silverstein. "We had to hunker down and work really closely," Barrett said.

Aside from leading the creative charge on Saturn, Barrett will assist on eBay. He will likely supervise four or five creative teams. Those teams have not been finalized, as Goodby is still hiring for Saturn.

"Jamie, Rich and Jeff are all going to contribute, which is great," agency president Colin Probert said. Barrett is ideal for the task, Probert said, because "he is always interested in how other people are doing and what they think about things. What comes from him first is, 'What do you think about this?' He's very empathetic and has a great sense of humor."

Barrett is best known for Nike work at Wieden + Kennedy, Portland, Ore., including the 1996 "Frozen Moment" ad with Michael Jordan and 1998's "Fun Police" campaign.

Probert said Barrett has melded well into the agency's senior team. "Jamie has gotten to know Jeff and Rich very well over time," he said. "They respected his work and persuaded him to come here. They spent enough time to know he was the right character for us."

Barrett took almost six months off before starting his new position. When he arrived on Jan. 2, the shop was pitching Saturn, and he was asked to contribute immediately. He also assisted with the unsuccessful Ikea pitch.

"Saturn kicked in with a vengeance," he said. "That was my whole world for an entire month. We were definitely in the trenches. Pitching a $300 million piece of business is the equivalent of going to war in advertising."